【作者】 谢刚；

【导师】 李东和；

【作者基本信息】 安徽大学 ， 工商管理， 2016， 硕士

【摘要】 随着我国居民生活水平的不断提高,人们对生活的品质要求日益丰富,旅游已逐渐成为我国居民的日常消费内容,人们在参与旅游消费活动的过程中,对旅游的目的地和产品的要求也变得更加多样化和个性化,传统的基于满足人们客观感受的自然景观旅游渐渐被基于满足主、客观共同需要的文化与自然协调的多元化旅游方式所取代,为了更好的满足游客的多样化需求,“旅游+”的模式被旅游经营者追捧,并在实践取得较好收益。本文以滁州市旅游资源和市场为基础,通过调查发现滁州资源的文化底蕴丰厚,文化资源种类多样,拥有历史、建筑、宗教和艺术等十余种类型,人文旅游资源占滁州旅游资源总量的四分之三,部分文化旅游品牌如醉翁文化、大明文化等在国内外享有较高的知名度和认可度,因此作者把“旅游+文化”定位滁州旅游的发展方向,将滁州文化旅游作为本文的研究对象,在研究过程中作者发现了滁州文化旅游发展中存在的问题,尤其是在文化旅游的市场定位、营销分析和营销推广方面发展滞后,选择开展滁州文化旅游营销策略研究对滁州旅游业发展意义重大。文章首先对近几年滁州旅游发展状况和滁州文化旅游资源种类以及分布情况进行分析,找出滁州文化旅游资源的优势和特色,通过借助市场营销学原理,结合文化旅游和旅游营销的研究基础,对滁州文化旅游市场进行营销分析,指出其实施营销所具备的政策、区位、资源和产品优势,发现其恰逢与南京同城化发展、产业结构调整和旺盛的市场需求等发展机遇；通过市场调查对滁州文化旅游的国内外客源市场进行分析,得出滁州文化旅游的核心市场、开拓市场和机会市场分类,并对客源市场进行细分,为寻求针对性的营销组合策略和推广方式奠定了基础；在进行市场分析和调研的基础上,提出滁州文化旅游的营销组合策略,从产品方面包括产品设计、线路组合,从价格方面包括差别定价、组合定价、捆绑定价、回赠定价和需求定价,从渠道方面包括直接营销、间接营销和网络营销,从促销方面包括整合促销、联合促销、事件促销、网络促销、项目促销和媒体促销,给出了一些具体的营销组合手段；同时根据具体产品类型从形象营销、联合营销、事件营销、目标营销、网络和影视营销等方面提出针对性的营销推广方式。论文在研究过程中本着以滁州旅游的文化资源特色为根本,针对滁州文化旅游资源的不同分类,结合市场营销原理,有针对性的提出不同产品适宜采用的营销策略和推广方式,目的是为了改变和提升滁州文化旅游的营销现状,完善和补充滁州文化旅游的营销方式,以期为推动滁州文化旅游产业健康、快速发展提供有益借鉴和启示,力图从营销方面为滁州市文化旅游发展做出积极探索。更多还原

【Abstract】 With the continuous improvement of our living standard, people’s quality of life requirements increasingly rich, tourism has become our country residents daily consumption of content, people in the process of participation in tourism consumption, of tourism destination and product requirements has become more diverse and personalized, the traditional based on the satisfaction of subjective feeling of the natural landscape tourism gradually based on meet the subjective and objective common cultural and natural coordination of diversified tourism replaced, to better meet the needs of tourists of the diverse needs, "Travel+" mode is tourism operators to chase after hold in both hands, and achieved remarkable results in practice. Based on the tourism resources and the market of Chuzhou, the survey found Chuzhou rich cultural resources, cultural resources, species diversity, with more than ten types of history, architecture, religion and art, cultural tourism resources of Chuzhou tourism resources accounted for a total of 3/4 parts, such as culture, cultural tourism brand to culture at home and abroad in Ming Dynasty enjoy a relatively high visibility and recognition, therefore the development direction of "tourism and culture" orientation of Chuzhou tourism, the cultural tourism of Chuzhou as the object of study, in the course of the study the author found some problems in the development of cultural tourism in Chuzhou, especially the development lag in marketing analysis and marketing promotion. Research on marketing strategy of Chuzhou cultural tourism of Chuzhou tourism development is of great significance.This article first carries on the analysis to the recent years Chuzhou tourism development and Chuzhou cultural tourism resources types and distribution, proposed the Chuzhou cultural tourism resources advantages and characteristics, with the marketing principle, combined with the basic research of cultural tourism and tourism marketing, marketing analysis of Chuzhou cultural tourism market, pointed out that the implementation of the marketing policy, location, resources and product advantages, development opportunities and coincides with the Nanjing city development and the adjustment of industrial structure and the strong market demand; through the analysis of the market survey of domestic and foreign tourist market of Chuzhou cultural tourism, the core market, Chuzhou cultural tourism market development opportunities and market classification, and subdivide the tourist market in order to seek for, the combination of marketing strategy and promotion foundation; in market analysis and Based on the investigation of the proposed Chuzhou cultural tourism marketing mix strategy, including product design, line combination from the aspect of the products, price including differential pricing, portfolio pricing, bundling pricing, rebates and demand pricing, channels, including direct marketing, direct marketing and network marketing, promotions including the integration of promotion, joint marketing, event marketing, network marketing, project promotion and media promotion, gives some specific means of marketing mix; at the same time according to the specific product categories from image marketing, joint marketing, event marketing, target marketing, Internet and television, and other aspects, and puts forward the way of marketing. Papers in the course of the study the purpose with the characteristics of Chuzhou tourism culture resources as a fundamental, according to the different classification of cultural tourism resources in Chuzhou, combined with the principles of marketing, according to the different products suitable for use of marketing strategies and promotion, change and improve Chuzhou cultural tourism marketing status and the perfection and supplement of Chuzhou cultural tourism marketing, in order to promote Chuzhou cultural tourism industry healthy and rapid development provides a good reference and inspiration, trying to from marketing to the development of cultural tourism in Chuzhou City to make a positive exploration.更多还原